‘First Taste’ was developed by McCann EMEA and produced by Garage Films
The new Coca-Cola Zero Sugar TV commercial, launching next Monday, sees the company build on its long-standing legacy of uplifting adverts, with the introduction to Mr Hadley, a resident of a retirement home, played by actor Nicolas Coster.
Mr Hadley is offered a bottle of Coca-Cola Zero Sugar by one of the staff.
As he tastes the drink for the first time, he wonders what else he hasn’t tried.
What follows is a series of fulfilled life dreams: telling his long-lost love Alice he’s always loved her, getting a tattoo, diving into an Olympic size pool, riding down the highway on a motorcycle, enjoying the party at a Pride Parade, then finally crowd-surfing his way through a festival crowd. The spot features Queen’s smash hit ‘I Want to Break Free’ as soundtrack. The original advert first ran in 2006 and has been repurposed and filmed using the same lead actor from over ten years ago, British-born American Actor Nicolas Coster (84).
The TVC runs as part of an integrated campaign with the advert launching on Monday 15th January across TV, online and cinema. The campaign will be fully supported across OOH, digital and PR.
Aedamar Howlett, Marketing Director at Coca-Cola Great Britain said: “Coca-Cola Zero Sugar is one of the fastest growing brands in our portfolio. This year, to continue our focus on encouraging people to try the drink, which has the same great Coke taste with no calories, we have re-developed a fantastic, heart-warming advert. The campaign brings to life the concept of those “bucket list” moments that universally resonate with people. We want to build on the success we have had to date reminding people of what makes it so special”.
Coca-Cola Zero Sugar is Coca-Cola’s biggest product investment in a decade and is the latest in a series of actions taken by the Company to promote choice and help people reduce their sugar and calorie intake. These include the introduction of new smaller portions like the 250ml can and offering clear nutritional information on pack through the Government’s voluntary colour-coded nutrition labelling scheme. Since its launch in 2016, Coca-Cola Zero Sugar continues to go from strength to strength and is still the UK’s fastest growing cola[i].
The original creative for ‘First Taste’ (2006) was developed by Wieden + Kennedy Amsterdam. ‘First Taste’ (2018) was developed by McCann EMEA and produced by Garage Films. Filming took place in Barcelona, Spain with Director Albert Uria and Director of Photography Pablo Clemente.
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